WeChat and Weibo play like this to make money

Chapter 20 Enterprises use WeChat and Weibo to open up more business opportunities (3)
In order to establish a brand preference in the hearts of users, companies first need to find influence points on a social platform with a large number of users, and then create high-quality products and services, create a unique user experience, and insist on continuous innovation in marketing Work, to further endow the brand with a perfect image, to resonate with the consumer community to a certain extent, and to go deep into the hearts of consumers.

When people see brands as part of their identity, brands take precedence over rational factors such as price, performance, and even the product itself.It is an emotional connection between consumers and brands.Enterprise advertisements can no longer just describe the benefits that enterprises can bring to consumers, but turn advertisements into a symbol of brand identity so that consumer groups can gather around the enterprise's brand.

[Case Miniature] Konka: relying on super WeChat group activities to make further efforts Konka, as a leading company in the domestic TV industry, is also catching up with the trend of the times, and released the promotion of "Konka Super WeChat Group" from September 2013th to 9th, 6 Activity.This promotional activity has attracted a large number of customers for Konka, and Konka also relied on this activity to exert its strength again.

In this promotional activity, Konka used the new media platform to promote its brand and activities, using the innovative "WeChat promotion" method. This promotional activity Konka provided users with three major benefits: the first major benefit is that everyone who pays attention to WeChat Users can get a 300 yuan WeChat group electronic coupon, and can enjoy a 42-inch 3D TV at a preferential price of 2888 yuan, which is limited to 3 units nationwide; You can enjoy a discount of 50 yuan for any ultra-high-definition UD product up to 84 inches; the third biggest benefit is to reply UD in WeChat, and you can enjoy a privileged price of 1000 yuan when purchasing 39-inch UD products.The WeChat activity held by Konka attracted a large number of consumers, not only retained old customers, but also attracted a large number of new users. Konka also used this activity to exert its strength again and achieved good marketing results.

The reason why Konka's promotion is so successful is that it is unprecedented in scale, rich in content, very favorable in price, and considerate in serving consumers.These factors have formed a huge attraction for users, allowing them to actively participate in promotional activities.

5. Integrity marketing - consolidate the foundation of corporate brand

Integrity is the foundation of business operations.In addition to a good corporate image and excellent corporate culture, the most reassuring thing for consumers is the integrity of the company. This is an impression rooted in the hearts of consumers. It is difficult to establish, but it is very easy to be destroyed.Only by concentrating on the details of every product experience and truly being customer-centric, can the company's brand image be established in the hearts of users for a long time and stick to it persistently.

[Case Miniature] Membrane Law Family: Keeping Mistakes from Reappearing No matter what kind of company, it should pay enough attention to the microblog platform. It can be used as a means of publishing information, getting feedback, and attracting new customers in the entire marketing campaign. , Carry out promotional activities, establish cheap and convenient channels for after-sales service and crisis monitoring.We should not only make full use of it, but also apply it as handy as possible.

Membrane Family is a 5-crown shop on Taobao. It is famous on Taobao for its 20 transactions without any bad reviews.After launching the company's Sina Weibo, they seriously regard Weibo as the best channel for interacting with customers.They have a 7-person Weibo management team, and a QQ group linked to all employees, so that every employee can see what happened on Sina Weibo, learn from experience and lessons, and learn to interact deeply with customers .

One afternoon, the Weibo administrator in the QQ group of Membrane Family posted a screenshot in the group. This screenshot was a negative comment written by a customer on Weibo.After the administrator made a screenshot, he asked the relevant personnel to reply immediately.

The customer made the criticism at 14:27, and at 14:48—that is, 21 minutes later, the supervisor found this information. On the one hand, he communicated with the customer, and on the other hand, he communicated with the customer service on duty to understand the situation. Several back and forth interactions are handled.After 31 minutes, the customer said that such an attitude of handling things did not affect her mood, and praised the attitude of the customer service.But things didn't end there.In the evening, in the QQ group of Membrane Family, the director continued the conversation with her team.The supervisor criticized the customer service and the supervisor of the new customer service, and discussed how to correct such mistakes in the new round of training so that the customer service personnel will not make the same mistakes again.

We have seen that the attention of Mofa Shijia to the negative comments of customers on Sina Weibo has reached the point of mobilizing the teachers.The customer’s microblog was sent at 14:27, and the person in charge of supervision began to talk to the customer at 14:48.At 14:50, the customer explained that the customer service has been processed. At 14:58, 31 minutes after the customer posted the post, the customer sent an encouragement of "support you, come on".In the evening of that day, the shop owner, director, and store manager re-discussed the matter in the QQ group, and arranged the aftermath work.

On the Weibo platform, Mofashijia has achieved dialogue preparations that ordinary companies cannot do: first, 30 of the 7 employees are members of the Weibo team; Supervision; third, a QQ group was set up to speed up internal dialogue and unify understanding; fourth, problems did not occur overnight, and were summed up that night.

In the era of social media marketing, it is no longer a question of how brands find customers, but a process of customers actively finding brands.Miao Ying, head of Sina Weibo, once pointed out: "There may be a niche group on Weibo discussing your product and brand, but you must tell the audience through traditional channels that I am here and I am on Weibo." "When the focus of users' lives is increasingly shifted to Weibo and other social media, if your users can't find you on it, you will definitely lose opportunities." Miao Ying's words tell us the importance of brand credibility At the same time, it also tells us that Weibo is a sharp edge for building brand credibility.

[Case Miniature] Heidai: Building Brand Confidence under Weibo Marketing As a hairdressing and hair extension company, Heidai's customers are mostly incurable, so it is very important to cultivate customers' trust in the brand.The Weibo marketing strategy of Heidai Company is as follows: First, 70 of the 63 team members are responsible for writing Weibo, including the chairman and general manager; Thirdly, they clearly stipulate that straightforward advertisements are not allowed on Weibo, and only stories about serving customers every day are allowed to be written in a simple and interesting way.Due to their long-term and serious Weibo construction, they have brought more than 10% of the traffic to Heidai's official website, and 40% of the users will participate in offline experience.By cultivating a trust relationship with users through Weibo, Heidai has built a convincing force for her brand.

Black Dai Official Weibo
Why can Weibo marketing bring such a good marketing effect to Heidai?The reason is that Weibo marketing has changed the brand gene of the original marketing, which is hard, superior, and has a clear sense of distance, making the brand more like a friend of the user, and greatly shortening the distance between the brand and the user. The relationship with users becomes more real and intimate, making users feel that the brand is more reliable and trustworthy, and cultivating this kind of convincing power is the most critical point for enterprises to continue to carry out marketing.In Weibo marketing, the building of brand convincing power requires a non-distance communication with fans who follow you with a civilian identity and considerate language, so as to build a sense of trust between them.

(End of this chapter)